Brand book · Fitness and fundraising

Compete for Causes

A platform where people set fundraising challenges around their own health goals. The identity had to hold both halves of the idea: the energy of competition and the warmth of giving.

Partner: Compete for Causes
Sector: Fitness and fundraising
Deliverable: Brand book
Scope: 9 parts, from mission and brand idea to merchandise and apparel

The idea

What the system has to do

Compete for Causes sits where three things meet: personal wellness, a community of givers, and the flow of funds to local causes. The brand book turns that idea into a mark that joins a heart to a flowing ribbon, and a two-colour palette, Snorkel Blue and Peach Echo, that is as comfortable on a race bib as on a donation page.

The book goes past the logo into the parts of the brand people actually touch: line icons for each kind of challenge, photography direction built on authenticity and movement, social templates, stationery and a full merchandise line.